Why/How we interviewed him: Karthik belongs to our target segment of casual skiers. He does not own his equipment and rents whenever skiing. He is a very busy professional and because of time constraints his skiing has reduced for the past few years.
What hypothesis we tested: That our ideas (Planning App/Premium Ski Bus/Ski concierge) were appealing to customers and would help to make their skiing experience more enjoyable. What we really wanted to learn: Which idea would generate the most interest and excitement and get user feedback for some of these ideas. What we learned from this interview: Karthik was perceivably interested in the premium ski bus solution. He felt it would be great to have a luxury bus carry working professionals from SF Bay area to Tahoe. He felt that self-driving especially in snow made a ski trip more tiresome and less enjoyable. He also liked the idea of bundled packages with lift-tickets and ski rentals. However he had his reservations about the pickup and drop-off of customers. He didn’t want to waste time in the bus while others were being dropped off. Even if the bus had a single stop he wouldn’t avail the service if he had to use Uber to haul his luggage and equipment to his hotel room. He wanted a complete end-to-end solution that would be cost effective. In terms of the travel experience he wanted us to limit the service to working professionals since he would be more comfortable in that setting. He felt that having families with crying babies in the bus would lead to an inferior experience. What surprised us: Customers like the general idea of the ski bus but it gets complicated once we get into the details. Karthik was very particular about the group of people he would be travelling with which is difficult to predict and control. Other interesting outcomes: Bundling the costs is a big draw because skiing is an expensive sport.
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AuthorThe Orca team is a group of second year Haas MBAs dedicated to bringing fun back to the logistics of group travel Archives
November 2016
Link to Full Interview Notes |